India’s direct selling industry is on the rise. In the fiscal year 2024–25, it reached a record turnover of ₹23,021 crore, marking a 4% increase from the previous year. This growth is detailed in the “Direct Selling Industry 2025 Outlook,” a report by the Indian Direct Selling Association (IDSA) and IPSOS.
During a recent event in New Delhi, Shri Praveen Khandelwal, a Member of Parliament, underscored how this sector is vital for economic empowerment. He noted that direct selling opens doors for entrepreneurship and self-employment across various social backgrounds. It’s not just about selling products; it’s about fostering inclusivity and growth in India.
Khandelwal praised the industry for creating jobs and aligning with the government’s “Atmanirbhar Bharat” vision, which promotes self-reliance. He highlighted the need for ethical practices and strong consumer protection to ensure sustainable success.
The direct selling industry has shown impressive growth over the past six years, averaging a compound annual growth rate (CAGR) of 6.5%. From about ₹16,800 crore in FY 2019-20 to ₹23,021 crore today, this sector reflects a resilient entrepreneurial spirit and boosted consumer confidence.
Geographically, the Northern region leads in sales with a 27.58% share, followed by the West (25.47%), East (22.47%), South (17.81%), and North-East (6.67%). Maharashtra is the top state in sales, contributing 15.31%, while West Bengal and Uttar Pradesh follow.
Most sales in this industry come from Wellness and Nutraceutical products, which account for nearly 60%. Cosmetics and personal care make up 26%, and household goods are at 5%. Combined, these three categories represent over 91% of total sales.
Interestingly, the direct selling workforce has grown to 93.2 lakh, up from 88 lakh last year. Women now represent 48% of this workforce, an increase from 44%. This shift highlights the industry’s role in empowering women and promoting financial independence.
In global news, Ms. Shaila Manyam, Executive Director of the World Federation of Direct Selling Associations (WFDSA), shared insights on the industry’s international collaboration. The upcoming WFDSA World Congress in Korea in October 2026 promises to be a significant event, gathering leaders and experts from around the world.
Mr. Ratnesh Lal, Chairperson of IDSA, echoed the report’s findings, emphasizing the sector’s potential for inclusive economic development. With continuous growth and increased female participation, the direct selling industry is positioned as a strong player in India’s economic landscape.
For authoritative insights, you can explore the Indian Direct Selling Association for more information.
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